Names, brands, writing, and the language of commerce.

August 03, 2011

How to Evaluate a Corporate or Product Name

Whether you’re naming it yourself or working with a naming consultant, here are 10 questions to ask about a new name before you print the business cards or buy the domain.

1. Is it pronounceable? Put it to the telephone test: is it easy or awkward to say on the phone 50 or 150 times a day? Will it sound good in a radio or TV commercial? Does the sound of the name have any unwelcome associations?

2. Is it distinctive? Does the name stand out from your competitors’ names? Will it be confused with other names in your niche, or similar niches?

3. Is it memorable? When you tell people the name, do they remember it accurately? Do they stumble or make mistakes when repeating it? Does it have a counterintuitive spelling that may cause problems?

4. Does it tell a story? Does the name have energy and a bit of mystery? Does it invite people to hear the name’s story—and by extension your business’s story? Or is it so literal that it piques little interest? Remember: the name is the title of your story—not the entire novel.

5. Is it evocative? Effective names are metaphors. Does the name have positive associations that go beyond its literal meaning? Does it conjure images that are consistent with and favorable to your product or business?

6. Is it flexible? If you’ll be creating sub-brands, your umbrella name needs to allow for expansion. A strong metaphor—for example, “house”—suggests logical extensions (foundation, kitchen, picket fence). You may also want to consider “verbability”—the ability to turn your company and product name into an action term (Google, Digg, Tweet). Finally, think about whether the name can be turned into an acronym. Is this a desirable outcome? Then be sure the acronym is positive or at least neutral. If you don’t want your audience to reduce your name to initials, consider a single-word name.

7. Is it appropriate? A name for a prescription medicine should look and sound different from a name for a movie studio or a cosmetics brand. Is your name suitable to your industry, your product, and your brand personality?

9. Is it global? Not all brands will have international scope, but if you think yours will, you will want to invest in thorough linguistic and marketing checks in your target markets.

10. Is it ownable? If you need trademark protection, have you gotten reliable legal advice? If you need to own an Internet domain, is the URL available? If it isn’t available, is it buyable? (Many, many domains are for sale.) If it isn’t buyable, can the name be modified to create an ownable domain?